Les Binet’s five keys to maximising profit in tough times
Marketing Week PartnerDespite the threat of recession, marketers are not powerless to drive growth, as a new video series from the renowned effectiveness expert explains.
Despite the threat of recession, marketers are not powerless to drive growth, as a new video series from the renowned effectiveness expert explains.
Building brand trust has a direct relationship to profit. Research from Newsworks reveals a new perspective on what’s behind it, its direct relationship to news brands, and how it can be managed to drive marketing effectiveness and revenue.
Marketers can no longer afford to put sustainability on the backburner. That includes selecting media that fully reflects their commitment to CSR. But how can they set aside misconceptions to ensure they’re making the right choice?
After over-investing in brand last year in a bid to reignite its pandemic-level growth, Thortful is now seeing success with an approach better suited to a scale-up.
Data shared exclusively with Marketing Week shows Aldi and Lidl are increasing their TV advertising investment well ahead of their competitors, as the discounters continue to notch up market share gains.
Much of the growth is being driven by the democratisation of software for SMEs, with web hosting firms Ionos By 1&1 and GoDaddy, as well as financial services brands Sage and Intuit, featuring in the top 10 B2B advertisers on TV last year.
The first event in the Festival of Marketing’s Currency of Effectiveness series discussed how brands can use media strategy and creative effectiveness to turn excess share of voice into “effective share of voice”.
ITV’s 2022 results show advertisers continuing to shift spend from linear to digital TV advertising, as they approach the first half of 2023 with “caution”.
On a mission to re-engage fans of “no-nonsense” soup, Heinz’s limited-edition Christmas Big Soup sold out within three hours and had retailers clamouring to get the product back on shelves.
Brands of all sizes are increasingly using TV advertising to take them to the next stage of growth, and recognising the effectiveness it delivers.
Main media spend returned to growth in the fourth quarter of 2022, with a net balance of 4.4% firms upping spend.
Industry bodies claim a decision to keep Channel 4 in public ownership would ensure certainty for advertisers, who value the broadcaster’s unique proposition.
From a reshaped viewing landscape and in-game audio advertising, to the rise of attention metrics, Marketing Week predicts the trends that will shape media in 2023.
Plant-based meat alternative brand Moving Mountains is targeting more mainstream consumers for growth, believing it can win them over through its taste and sustainability credentials.
Realising the opportunity retail media offers is going to require most brands to rethink everything from budgets and team structures to their joint business plans.